The UK fresh produce market is projected to grow from £24.8 billion to £28.7 billion by 2029, it’s a significant opportunity. Yet many companies will miss it, not because of market conditions, but because they're hiring reactively instead of strategically.
In our recent Behind the Fruit podcast, Jorge Reig, former CEO of ZYRFRESH, shared how he built a venture from zero to €10 million in 18 months. His core insight?
The team. The people.
When things went well, it was always down to having a strong team. When the team was only adequate, results were merely adequate too. Success and team quality are inextricably linked.
Research validates this: organisations with strong recruitment strategies achieve 3.5 times the revenue growth of those without one.
The Fresh Produce Hiring Challenge
The sector faces unique obstacles: 56% of farmers report labour shortages, costs surged 17% in 2023, and there's a persistent scarcity of young talent entering the field. Traditional hiring approaches simply aren't working.
Jorge identified the core issue during his transition from finance into fresh produce:
"Sometimes people are a little reluctant to change or to learn new things because they have been involved for many years doing things one way."
This resistance is understandable, we're creatures of habit. However, in an industry facing climate volatility, shifting consumer demands, and supply chain disruption, what worked five years ago may not work today.
Adaptability isn't optional; it's essential. Companies that embrace adaptable talent create opportunities for growth that rigid structures cannot match.
The Accountability Gap
When building high-performing teams in fresh produce, accountability is non-negotiable.
"It's difficult in our sector to find that profile of technician that is able to manage the P&L of their own production," Jorge explained.
Many agronomists excel at technical knowledge but struggle with profit and loss responsibility. Which means companies end up with technically brilliant advisers whilst someone without deep expertise holds actual P&L accountability, a fundamentally flawed structure for growth.
Leadership research confirms accountability's impact:
- 75% of consumers expect consistent experiences, which requires accountable teams
- Accountable leaders create environments where productivity increases measurably
- Organisations with accountable leadership significantly outperform their peers
So how can you evaluate accountability before making an offer? Three proven methods suggested:
1. Define Accountability Clearly for Each Role
Different positions require different levels of ownership. A production manager needs P&L accountability; a quality technician needs operational accountability. Be explicit about expectations from the outset. It aligns both hiring teams and candidates.
2. Use Pre-Employment Assessments
Behavioural assessments screen for genuine personality traits, including accountability. Whilst not infallible, they reduce risk by measuring ingrained patterns that candidates struggle to fake in interviews.
3. Assess Cultural Fit
Ensure candidates' values and work style align with your company's culture of accountability. Technical skills can be taught; cultural alignment cannot.
Three Red Flags in Fresh Produce Hiring
To build a stronger team, identify these warning signs early:
1. Resistance to Responsibility
"There are people that directly don't want responsibility and it's not a question of compensation. They simply don't want it."
Bad hires in senior roles cost between £5,000 and £30,000¹, and can jeopardise your growth trajectory entirely.
2. Resistance to Change
Change naturally makes people uncomfortable, it’s human nature to prefer the familiar. The real challenge isn’t the initial hesitation - It’s whether the person can move past it.
In an industry facing constant disruption, resistance to change is a critical liability. The ability to embrace change, rather than resist it, becomes a defining characteristic of high performers.
3. Blame-Seeking vs Solution-Seeking
When problems arise (and in fresh produce, they will), does the candidate immediately look for who's at fault, or do they focus on practical solutions?
Jorge explained that the important thing is to identify the cause and find solutions, focusing on what happens next rather than dwelling on who caused the problem. It's about moving forward, not pointing fingers.
Spotting these traits early allows you to address them openly and honestly, or make a more informed hiring decision..
Context Matters: One Size Doesn't Fit All
Jorge emphasised that hiring strategies must adapt to organisational context: "It's not the same for all businesses. The personality traits you need are different per business type, per role, and per function."
Key considerations for fresh produce recruitment:
- Geographic location – Willingness to relocate varies significantly, particularly in rural production environments
- Shareholder structure – Family businesses require different leadership profiles than PE-backed firms
- Reporting requirements – Data-driven environments need analytical skills that traditional operations may not
- Growth stage – Transformation roles require entrepreneurial leaders; steady-state management needs operational excellence
Building Teams Like Conducting an Orchestra
Jorge used an analogy:
"You're like an orchestra director, not all the people playing different instruments have to be the same because you need different profiles."
Even the strongest individual talent won't succeed if leadership doesn't understand diverse team needs. Successful leaders in fresh produce must:
- Manage people different from themselves
- Delegate effectively without micromanaging
- Step back from day-to-day operations
- Empower team members to make their own decisions
Research confirms this: hyper-growth companies need "hyper-competitive people who don't just keep up with growth but have the drive to take it forward." This requires diverse talent pools and skill-based hiring approaches that look beyond traditional CVs.
Conclusion: Your Team Is Your Competitive Advantage
The fresh produce industry stands at a crossroads. The market is growing, but so is the complexity, climate volatility, labour shortages, supply chain fragility, and evolving consumer expectations create unprecedented challenges.
In this environment, your team isn't just important; it's your competitive advantage. Reactive hiring fills gaps. Strategic hiring builds growth engines. The difference between companies that capture market opportunity and those that watch from the sidelines increasingly comes down to one factor: whether they've built teams capable of adapting, taking ownership, and driving solutions.
As Jorge's experience demonstrates, going from zero to €10 million in 18 months isn't about having the perfect strategy. It's about having the right people to execute, adapt, and overcome obstacles as they arise.
The question isn't whether you can afford to invest in strategic talent acquisition. It's whether you can afford not to.
References
1. Society for Human Resource Management (SHRM), 'The Cost of Bad Hiring Decisions' (2022) https://www.shrm.org
Resources & Further Reading
1. UK Fresh Produce Market Growth Projections, 2024-2029
2. Labour Shortage Statistics in UK Agriculture, 2023
3. "The Impact of Strategic Recruitment on Revenue Growth" – Business Research Study
4. Consumer Experience Expectations Report, 2024
5. Behind the Fruit Podcast – Episode featuring Jorge Reig, former CEO of ZYRFRESH
6. Fresh Produce Labour Market Analysis, 2023
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